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ISI Design Think Workshop #1

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by

James Carlson

on 29 August 2016

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Transcript of ISI Design Think Workshop #1

"Framing" Zones of Opportunity
S.O.P.
Fast Prototyping
"Fast Fail"
"Fast Learn"
Benefits +
Risks ^
Testing /
Commercialization $
Incremental Product Improvements
Breakthrough Products
"Future Needs" >
Legacy
New Products
Retire
PRODUCTS
(Current Products)
Focus
Resources
Design
Workshop
PROCESS
Sustainable
Platform Products
Food Service
Flooring
Beverage
Rest Rooms
Retailing
Partitions
Ceilings
Counters (Service)
Materials
Technology (wifi)
Chairs
Tables
Booths
Trash Units
Graphics
Outdoor Furnishings
Lighting
Kitchens
Crew Areas
Office
Lounge Furnishings
Wayfinding / Info
Tablet + Chairs
Mobile Tables
Kids / Family
"Play Places"
(low, high, screen)
Session 1
Product Development
0. Fuzzy Front End!
1.
3. PROCESS
McDonalds
Burger King
IHOP
Kohler
Target
WHAT DO CUSTOMERS WANT?
( CUSTOMER ATTRIBUTES )
# PRIMARY
SECONDARY
TERTIARY
HIGH PERFORMING TEAMS
DEFINED ROLES
CORE TEAM
EMPOWERMENT
TRUST / COLLABORATION
DEALERS
2. GAPS
Inventory
RETAIL
> Target
> Kohler
Hospitality
Health Care
EDUCATION
MDA
DMI
Colleges / Universities
REP GROUPS
QSR
McDonalds
BK
Wendy's
Hardee / CKE
IHOP
Applebee's
Where are we in ten years?
Susie: Maybe not as McDonald's Dependent - it's a big focus, investment, energy, time for one client and are therefore constrained creatively. Us being able to drive our own bus.
Nicolette: We really become design innovators and thought leaders, setting the path for others to follow -- well known brands and companies come to us for our design portfolio, innovations, design trends, and setting the pace for other companies.
Michelle: Be a design firm that happens to make things, as opposed to manf. that happens to design; not necessarily just large brands but individual unique restaurants that come to us (from big cities)
Jean: More and more with graphics and education, even more than the past; expansion of education, more creative products that we make which are more available (ex: paint patterns that schools could use to fill in who can't afford graphics)
Stanya: More independent, increase in education and more markets (higher ed, etc.) Good to have standard prod line and think outside that box also.
Tam: Forefront of education -- district is building school, I call architect and ISI at the start process rather than calling us to slap some frosting on the cupcake-- brand school, brand district, graphics and knowledge make us consultants in education
Megan - We are the company that built the relationships with new companies in new cities first. Expanding the product lines with universities, retail locations, catalog, putting online, direct ordering
Tony - Global brand, true global design / mfg consultancy; first franchise, first offering, we develop brands from ground up on a global basis (strategic consulting, design, mfg) with offices around the world (Paris, Chicago, NYC, Tokyo) and thought leadership
Karen - as we are now to what we'd be in 10 years-- choose between manufacturing or designing to be competitive, brokering designs, outsourcing / selective in manufacturing to be competitive; decide are we offering commodities or create a need clients don't know they have; customers come to us vs. us tracking customers down. We use our ecosystem to do the 'package' stuff and move out of that business. Interiors as design or products as design, or both--but these are different processes and teams; global economy is more local so we offer more boutique services; commit to the mfg part what we make domestically / overseas and align with vision / mission approach
Jen - leadership: ISI is the model, creating product like an Eaves chair, beauty and standout results; maintain healthy balance of local / global sourcing
Nikki - we're a one stop shop; clients come and are taken care of in branding, imaging, encompassing all aspects of design from wayfinding to graphics to image of company, expand into higher ed
Lindsey - Expand on areas we're good at, EDU, restaurants, explore new areas, have opportunity to try things and learn; have standards but also capability to do custom work
Claudia - really hone in on what we're good at-- rise to 'cream of crop' which enables us to be selective and specialized and great at a few things done amazingly well; focusing on core values as company and funneling all thinking / decision
GLOBAL
DIVERSE
BEST
MFG local
thought leaders
new ideas, new products
Customer Value
Strategic Value
Operational Risk
Time to Market
Innovation
Core competency
Investment Intensity
Technical Risk
Competitive Sustainability
Marketing Risk
Product Radar Chart
Product Positioning
Product Proliferation
Value
Design
Innovation
Service
Quantity of offerings
High quality / reliable
Good design
Leading edge
Improved Services
"The Best for the Most for the Least"
Eames
Framing
Ideation
Selection
Time
Abstract
the right question
the right people
focused dev.
build & combine
set criteria
plans & budget
concrete
Idea selection values:
1. No or low
2. Maybe or medium
3. Yes or high
Product Innovation Map
Recognizing the need is the primary condition for design.
Charles Eames
define and think strategically
"loose" standards
Education
ART is crowded!
We demonstrate our capabilities in this area
Student Unions
Get closer to branding
SALES
MFG
DESIGN
ART
instant access to cut sheets
what can be changed? What can't?
ISI Cafe
INFORMATION vs KNOWLEDGE MANAGEMENT
add to the ISIpedia as you go
CULTURE
of continuous contribution
MKTING
Toolkit for Sales / Marketing to give more visibility to what Design can deliver
SERVICES vs
only chairs, only for Starbucks
Start here
Let's do the rest!
VALUE of custom
MAKE vs BUY
Seasonality
winter
summer
Lighting = UL listing
Mobile table = danger
Need a filter -- why we do or don't do a product
Rationale for products:
more realtime visibility to the design process and level of effort as it occurs (e.g. 'cheap chair' story)
Not able to try new things / constraints
Inertia and historical attitudes about materials
insufficient knowledge
research overhead
every client needs it, need a practice
Materials challenges and wishes
Openness regarding trying materials that may not have worked in the past
from MFG
to DESIGN
from DESIGN
to MFG
CLIENT
The ISI Capabilities package
a Go-To resource for insight from MFG to DESIGN
decide to do it, or not do it
+ designer partnership
from DESIGN
to SALES / MKT
from SALES
to DESIGN
commodities
What is the ISI brand re sustainability or capability?
cost?
values and ethics?
sustainable design?
material?
Sustainability challenges
QSR
EDU
spinoffs
be considering the very NOW impact of technology on design of our products
POWER
Phones
Sound dampening
EM spectrum permeability
+ design direction
Better education / training for recognizing products
what we control in DESIGN
what we DON'T control
Design issues with portfolio items and awareness
get out of the lunchroom and into the rest of the school
ENGINEERING
?
MEASUREMENTS
and
BENCHMARKS
focus groups
from SALES
to CLIENT
OUTDOOR
0
for clients in warmer climates
with patios
(needs a decision tree)
QSR
EDU
expands serving capacity, scale
assume MAKE
exterior materials are challenging
insufficient internal testing SOP
desired? feasible? viable?
catalog vs consultation
warranty
abuse
global warming / climate
region specific
place for ISI design to shine
beginning with QSR / ongoing with EDU
we have some of what we need already
+ materials science and understanding
+ redesign for QSR
+ BIFMA testing
+$$
1
assume BUY
Session 2
Product Catalog
Feb 18
Feb 11
SUSTAINABLE BASE OF PRODUCTS / CLIENTS
Full transcript